顧客是否參與自助服務科技行為模式之研究：以科技接受模式理論觀點

A Study of Customer Participation Behavior Patterns in Self-Service Technology: from the Perspective of the Technology Acceptance Model

隨著科技進步，自助服務科技也日漸普及應用在生活日常中，它可以讓顧客直接透過科技互動，不需要與服務人員接觸，即可達到服務傳遞的目的。本研究主要的目的以科技接受模式，從顧客角度探究使用櫃台服務繳費與自動繳費機之使用意圖。
本研究以台灣南部某區域醫院之門診民眾進行問卷發放，回收有效問卷1,392份。人口統計變項在教育程度及年齡，檢測民眾繳費方式(櫃台服務繳費/自動繳費機)經驗呈現顯著差異（p < 0.001）；民眾繳費方式兩者在平均數檢定方面，認知易用性、認知有用性、態度及使用行為意圖，亦達顯著水準（p < 0.001），自動繳費機經驗在各變項結果值均較櫃台服務繳費經驗平均值高，且達統計顯著水準（p <0.001）；在迴歸模式中，影響使用行為意圖的因素，在自動繳費機方面，則有認知有用性及態度達統計顯著水準（p < 0.05）。
建議醫院應逐步減少自動繳費機使用限制規範，減少民眾使用障礙，進而增加自動繳費機之利用率。

As technology progresses, it has found an increasingly wide application in our daily life. Such technology enables customers to directly achieve the objective of service delivery through technological interaction without the need to have contact with service staff. The main purpose of this study is to explore the usage intention of customers in using counter services and self-service kiosks for payment from the perspective of customers based on the technology acceptance model (TAM).
In this study, questionnaires were distributed to people visiting the outpatient clinic of a regional hospital in southern Taiwan, and a total of 1,392 valid samples were recovered. Demographic variables presented significant differences (p < 0.001) in education level and age concerning people’s experience with payment methods (counter services/self-service kiosks). Regarding the mean values of people’s payment methods, the differences in perceived ease-of-use, perceived usefulness, attitude, and usage behavior intention between the two payment methods all reached the significance level (p<0.001), and the group with payment experience using self-service kiosks achieved higher mean values in all variables compared to the group with payment experience using counter services, reaching the level of statistical significance (p<0.001). The regression model showed that among the factors influencing usage behavior intention, perceived usefulness and attitude reached the level of statistical significance (p<0.05) in respect to implementing payments at self-service kiosks.
This study suggests that hospitals should gradually reduce restrictions on the use of self-service kiosks and minimize barriers to self-service kiosk use among the public, thereby increasing their utilization rates.